Marketing as in any other business related action has to be a part of the organizational goals. Essentially the term integrated marketing refers to synchronization efforts that would allow for harmonious and organized approach to overall organizational short term and long term goals.
Many businesses establish individualized approaches and methodology to ensure harmonious yet effective and efficient efforts based on specific organizational needs and particular industry requirement. Essentially it is obvious that no two businesses are alike, hence speaking of integrated marketing can and should be done in a more theoretical and philosophical fashion.
There are certainly many benefits in integrated marketing that may include cross organizational compatibility, internal involvement of participating units and personnel, cost saving factors, the ability to foresee and predict potential conflicts, as well as advanced creative input. Equally, there may be disadvantages to integrated marketing that may include factors such as increase in time and cost in preparation stages, internal organizational infighting and power struggle, as well as decrease in organizational adaptability.
Generally speaking, it is vital to understand that an abstract concept such as synchronized overall efforts is substantially more difficult to translate into actual real world concept. The mere fact that overall organizational effectiveness greatly depends on flawed and imperfect organizational units that depend on human beings for maximized output and performances, begs the question of the viability of such concepts.
However, it is also important to be aware of competing concepts such as maximum possible effectiveness. In terms of integrated marketing, the expectations and the goals should essentially concentrate on humanly possible and viable synchronization rather than absolute efficiency and effectiveness. Hence, the goal should be to allow for overall integration without limiting employee creativity, performance, positive moral, group dynamics and most importantly limiting the dynamic group interaction among employees, supervisors, as well as management.